NMG pointed out the importance of high-quality and creative advertising for TV viewers

Almost half of the viewers declared their willingness to watch interesting ads. The relevant data was provided on November 11 by the National Media Group (NMG) at the National Advertising Forum (NRF) in Moscow. It brought together the leading players in the industry.

"Our viewers, in principle, believe that advertising does not spoil the content, but on the contrary, when advertising is done with high quality, when it is creative, when it provides useful information, our viewers are happy to watch this advertisement. Moreover, they believe that in 10 years there will only be more advertising in the content. The biggest point of contradiction is that the creators' task is to keep the viewer in their content world, while the advertiser's task is to remind them that specific products and specific brands are waiting for them in their real world," said Svetlana Balanova, CEO of NMG.

The forum brought together leading media industry players to discuss global trends. For the first time, discussions were held in the format of a battle in the ring, where participants argued about what kind of advertising is needed today. The event will last until November 14 and will include sessions on advertising created by artificial intelligence.

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In May, NMG won eight nominations in the prestigious industrial XII Award of the Association of Film and Television Producers (APKiT) and received a special prize for its contribution to the development of socially significant content. The award was presented to CEO Svetlana Balanova by producer Sergey Selyanov and theater and film actress Elena Podkaminskaya. It was noted that about 20 social advertising campaigns are implemented annually on NMG channels in cooperation with NGOs, each of which collects about 1 million rubles and increases the NGO's audience several times.

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